Creative Direction

Go Faster

Learn how to be a stunt driver, shoot your scenes, take home your movie trailer. Go Faster.

Go Faster is an immersive experience where you are taught how to drift, J-turn, and hand-brake park, by the business' finest. Then you're filmed doing it - putting you into a hollywood style movie trailer called Go Faster, where you play the part of the getaway driver - ‘Wheels’.

This is a brand level piece of work, where you get to drive Ford Performance Focus RS and Mustang, putting you at the heart of the experience, not the product. The strategy behind this work sees Ford moving into treating experience as a channel that can amplify their brand in ways traditional advertising never could.

When it came to the movie trailer itself I brought in production company Carnage, and with their exec producer, former Top Gear producer Oisin Tymon, we co-wrote the script. We quickly realised the challenges associated with making just a trailer, which are usually created from a cut-down feature film.

When it came to the live experience I worked alongside megastar Tim Stafford, live producer at Imagination, combining digital and live to create an experience that continues to sell out around Europe, truly turning those who come into Ford fans.

Go Faster came from Imagination's trademark first class experience delivery team. Creating everything from plan drawings and physicals to the technology backbone that underpins capturing your footage, feeding it to the on-site editors, never losing track of your perfect take.

Ed's Easy Diner - Eat the 50's

One day I stepped into a creative team's office to find three scamps on a wall. "They're pretty nice I said". "Yeah", they said. "They've been up there for a while. No idea how to make them." "Can I have a bash?" I said.

Around 18 months later, (majoritively all in my own time) a lot of blood, sweat, tears, craft, dodgy laser printers, sellotape and drooling over 50's memorabilia. These three were finally finished.

It was wonderful working with Bill Hartley and Giles Hepworth. The purity in their ideas were what immediately drew me in and made me want to give up my evenings and weekends to realise them.

Android KITKAT

One of JWT London's biggest clients is Nestlé, and Kit Kat is one of the most iconic global brands i've had the pleasure of working on.

The coming together of two mega giants in Nestlé and Google presented a rare chance to do some very creative work. Major props to Google for approaching Kit Kat about it.

Working in a small team, I was the only designer / CG / motion graphics / editor working on output including master global packaging design for both 4 finger and chunky wrappers, comms concept designs, 4.4 and Break Labs websites and videos and development of the release icon, which was completed by Buck in the US.

The sites were built in a war room at JWT, the best way to get these sorts of quick turn around builds done.

The first major work accompanying the release icon and packaging was a parody site entitled 'Kit Kat 4.4' and satirical video parodying the confectionery perfectionery that is the 4 finger KITKAT bar. For this, I did all editing, post production, 3D animation and motion graphics. The live action pieces were shot by Neil Raja @ New Road Collective.

In the first week the video had gained over 2 million views, and the site had over 1 million unique visitors. Impressive for virtually no media spend.

The 2nd phase of work was formed by the introduction of the Kit Kat Break Labs. The home of all Kit Kat technology and innovation. A site and video was produced for this, mostly using the same team. I produced all design for the site, and did all editing, CGI, post production, grading and sound mix for the Break Labs Video.

The people who work at Ford

At Imagination i've had the pleasure of meeting many of the amazing and remarkable people who work at Ford. And make films about them.

I've got to work with many people, production companies, producers etc.. along the way. Please check in the Vimeo descriptions for credits. I've been the Creative Director on all of those shown here.

Getting under the skin of people, finding out about them and telling their stories has been a wonderful expansion of what my job entails.

Motion Reel

I don't consider myself a 3D operator or a motion graphics artist. Just a designer who uses the right tools for the job.

The 3D stuff sure is fun to play with though!

Ford Explorer Platinum Adventure Tour

The Explorer Platinum Adventure Tour was a media drive that ran from Vancouver BC following the rockies to Calgary, crossing the border in Montana continuing south down through Idaho, Wyoming and Yellowstone, Utah, Colorado finishing up in New Mexico.

2700 miles, 9 Cities, 25 days and 6 waves of media later we had captured an epic adventure on film.

Initially creating 3x 'Updates from the road' social media clips and a longer form edit for the 2015 LA Auto Show, the lead Explorer that I drove for a lot of the trip ended up at the 2016 Detroit Auto Show where we transformed it into a ride.

Passengers jumped in and were lifted 20ft into the air in front of a huge curved section of high-res LED and got to re-live our adventure down the Rockies.

Everyone we met along the tour signed the car, and the icing on the cake was when President Obama visited the Ford stand and signed the hood.

Rolex F1 Sponsorship pitch

Led by one of the finest creative teams at JWT London in Simon Sworn & Matt Chandler, I had around a day to turn around the visuals for a pitch idea for Rolex's F1 sponsorship.

Using cinema 4D to generate the correct car shots, or creating entire environments in some circumstances, I combined 3D, retouching and typography to bring Matt & Si's idea for this microsite to life.

Kallo Foods

Corporate website design for Kallo Foods. A UK based parent company of organic based brands including Whole Earth, So good, Rice Dream and Kallo themselves. With this one I enjoyed crafting an unusually warm and friendly corporate site. Injecting the right amount of personality and organic credentials whilst always remembering this is a parent company who want to let their brands do the talking was key here.

with no brand guidelines, and simply a logo I had to generate a complete look and feel including typography, colour palette and photography.

Next Generation Ford Fiesta

Imagination were commissioned to create a series of beauty films to help launch the next generation Ford Fiesta.

Croatia was selected as it offered a variety of locations to help tell the stories of the four derivatives. A 4 day shoot with some fun kit, closed roads and an extremely professional team and these were produced.

Used at a dedicated media event in Cologne and then given to automotive media to help tell their own stories.

No More Landmines - Dangerous Ground Project

In 2007 when I joined CHI&Partners, one of the first projects I got to work on was a website for No More Landmines. Working under creative directors Thiago De Moraes and Micky Tudor, they had already established the idea that of course landmines mean the ground is dangerous place to be in certain parts of the world and how can we best dramatise this.

Lewis, a free runner from Urban Freeflow, who also provided free runners for the famous BBC and channel 4 idents at the time travelled around the south bank without touching the ground the convey that idea.

I was the photographer on the shoot. Keeping up with Lewis was tough, but a lot of fun. 2200 photos later and we had enough to populate our 'flipbook' style homepage and video.

The campaign was awarded gold at The One Show, was nominated for best use of photography at The Webby Awards, and was best in book in the Creative Review Annual of that year.

I helped code the site, but lead developer was Dan Fontana.

Thiago and myself were designers.

Ace Rafa

Whilst at Skive in 2011 I had the opportunity to work on a web game where players can 'serve' at Rafa Nadal to try and ace him for a chance to win a trip to meet him in person.

Skive was commissioned by 23Red to create the game, part of a wider campaign for the client Bacardi called Champions drink responsibly, of which Rafa is their ambassador.

The game combines real footage of rafa with the 'Roboserv' serving robot. We flew out to Mallorca to shoot Rafa at his private tennis court - a very enjoyable shoot!

The game was a large contributor to the success of the campaign which did very well with 20,477 users entering the competition.

I was the interactive art director at the shoot, game interface designer and I created the animated intro sequence.

HSBC Sponsor The British & Irish Lions 2013

Once every four years the British and Irish lions comes together to tour a foreign land. In 2013 that was to be Australia. HSBC were the principal partner sponsor for the tournament and as such it fell to JWT to create a campaign to reflect that legendary journey.

Working alongside an incredible creative team in Daniel and Iain Wetherby, their idea of an epic film in a master and commander style where we follow the crew on the high seas to Australia, celebrating the 125th anniversary of the original British and Irish lions journey was to be a great grounding for the digital work to follow.

Working with digital creative director Christopher Jones, it fell to myself to flesh out and finally execute 2 key pieces of work for the campaign. The interface for a custom youtube channel and an interactive video where you can explore further some of the characters in the film.

An 18 camera DSLR rig was used to create a time slice of each of our characters in a studio adjacent to the main set for the film shoot. This type of integration in production was critical to the success of the campaign. It meant talent came straight off set and into our studio. Makeup, costume and expression were the same meaning a seamless experience could be achieved.

The styling for the YouTube channel interface was designed to be complimentary to the campaign while still being an experience in its own right.

I also created a masthead that ran for 24 hours on the YouTube homepage. This was a full CGI build done in Cinema 4D, graded and composited in After Effects.

Shell Helix - Driven To Extremes

Celebrity drivers, hollywood stars, former SAS, and the most inhospitable roads and terrain in the world. Driven to Extremes was a 3 episode series produced for discovery to test and highlight the capability of Shell Helix motor oil in the harshest of conditions.

My role was lead design for the custom YouTube channel that supported the series. Cut down clips were uploaded onto the channel along with unseen footage from the show.

3 Interface options (bottom) were developed. One focusing on the types of terrains the teams would traverse, one which moved through each terrain as a journey, and one cleaner photographic led route.

Given the amount of content to be uploaded, a clean design balancing both Shell and Discovery branding was the order of the day. A photographic led horizontal parallaxing interface was developed.